NASHVILLE, Tenn. (February 14, 2026) — A holiday campaign developed by Farm Bureau Insurance of Tennessee (FBITN) in partnership with MP+F has earned an Emmy nomination, recognizing its creative approach and emotional impact.
Launched as the first piece of creative following FBITN’s partnership with MP+F, the campaign was positioned as “a Christmas card from Farm Bureau Insurance of Tennessee,” reminding audiences that, amid the busyness of the holiday season, the true gift is human connection.
The television spot, titled “Christmas Morning,” was designed to reflect FBITN’s core values and connect with viewers on an emotional level. The campaign also aimed to strengthen brand affinity among current and prospective customers.
The story centers on a simple but powerful narrative: a family honoring the memory of a late grandfather by gifting his beloved truck to the next generation on Christmas morning. This emotional moment was brought to life through thoughtful casting, intentional production design and custom-composed music, all working together to underscore themes of legacy, family and connection.
“Christmas Morning” resonated strongly with viewers across Tennessee, achieving the emotional impact FBITN set out to deliver. The campaign ran across a mix of local broadcast and digital channels, reinforcing statewide brand awareness while standing apart from more traditional holiday advertising.
The Emmy Awards are presented annually to recognize outstanding achievements in television and media, making this nomination a significant milestone for both FBITN and MP+F.
